There is a debate between the tobacco industry and the growing vaping market. However, despite concerns over the effects of possible legislation curbing the vaping phenomenon, Euromonitor International, the world’s leading provider of global business intelligence and strategic market analysis, confidently predicts that the electronic cigarette market will break £32 billion before 2030. The Retail Data Partnership (TRDP) have looked closely at overall smoking habits to gauge the extent of the conflict between the big tobacco companies and the vaping market.

Legislation has forced big tobacco to display prominent graphic health warnings on packaging.

"…addictive and habit-forming, and is very toxic by inhalation, in contact with the skin, or if swallowed. It is not intended for women who are pregnant or breast-feeding, or people who take medicine for depression or asthma. Nicotine can increase your heart rate and blood pressure and cause dizziness, nausea and stomach pain’ (MarkTen, a vaping brand).

Tobacco companies see e-cigarettes and vapers as competitors, so it’s no wonder they want health regulations to appear on their packaging. Big tobacco does not want e-cigarettes and vapers to appear as healthy as they may seem.

"Public Health England (PHE) recently concluded that e-cigarettes are 95% less harmful to health than tobacco and have the potential to help smokers quit smoking’ (The Guardian, 2015).

The vaping market has grown significantly since its introduction in 2005, and over the past few years, more and more people are using vapers and e-cigs rather than nicotine patches, inhalers or gum.

"There are now more than 2.1 million users of electronic cigarettes in the UK. The massive growth since the launch of the first e-cigarette in 2004 has taken many by surprise. The retail vaping industry is now worth £32 billion. For decades the sales of cigarettes have been in decline, but by contrast vaping is growing fast, prompting the CEO of GlaxoSmithKline, owners of the Nicorette patch, to bemoan falling sales as a result’ (The Telegraph 2015).

As e-cigarettes and vapers dominate sales, what are the options for retailers who see falling tobacco sales?

"Two out of three who use vapers are existing smokers, one out three are ex-smokers and 0.1% have never smoked but now use vapers’ (Vaping and THR News, 2015).

With the e-cigarette and vaping market developing, your customers will look for something that meets their changing demands – different flavours and means of delivery and a range of pricing. Having a variety of e-cigs and flavoured vapers, will help to drive sales and increase your footfall.

Think carefully about your audience to create a distinctive selling point in store.

"Research has indicated that the vaping market is heavily dominated by men due to the tech element’, (The Telegraph 2015).

Don’t assume that you will sell less tobacco because the vaping market is rising. According to The Washington Times:

"E-cigarettes and vapers lead to nicotine addiction and are a health threat that renormalizes smoking.’

Some even argue that e-cigarettes and vapers, are the gateway to smoking tobacco. According to a national survey by the Centre for Disease Control (CDC) and Food and Drug Administration (FDA):

"E-cigarettes and vapers have become the most commonly used tobacco product among teens.’

Although e-cigs and vapers are said to be 95% less harmful than tobacco, they still contain nicotine which is highly addictive. A scientific study by Student Science has discovered that:

The Independent News have predicted sales based on the fact that:

"Teens who vape are more likely to start smoking tobacco products than are teens who don’t use electronic cigarettes.’

Because of this new study, e-cigs and vapers could be seen as a promotions strategy for tobacco. Therefore, these healthier alternatives might mean more profit, and more tobacco buyers in the future. Make the most of the vaping market by selling both!

Unlike tobacco, e-cigs and vapers do not come under the gantry display ban. So take the opportunity to merchandise your e-cigarette and vaper stand effectively. This will drive sales, maximise the chances of impulse buys and increase your daily footfall.